Bringing a group of companies together under one name takes more than a new logo. It means combining expertise, aligning teams, and building a stronger offering for customers. A shared brand helps turn those strengths into a clear market position and a common direction for growth.
In 2019, the decision was made to bring several companies acquired over the years together as one. Nearly a year of work followed, with colleagues from across the organization contributing to the development of the Foxway brand. The ambition was to create “One Foxway”: a shared identity in the market, a common direction, and a culture people could build together.
The brand launched in November 2020, with CMO, Emma Dahlquist leading the process, working with colleagues to define the name, positioning, visual identity, and tone of voice. Six years later, she looks back on a collective effort and on how employees continue to shape what Foxway stands for through their everyday work.
Tell us about the company’s growth journey and why you decided to change the Group’s name.
The parent company was originally called Xllnc. Together with Norvestor, it had acquired several companies in the industry over a few years. In 2019, the decision was made to bring these businesses together under one umbrella and continue growing as one company.
A shared name was an important step, but we also needed to find common ground. Each company brought its own history, expertise, and culture. We wanted to build on those strengths and give people a direction they could recognize themselves in.
We spent around a year developing our positioning, vision, mission, brand story, visual identity, and tone of voice. Colleagues from across the organization were involved, bringing different perspectives and helping shape the result. That collaboration was essential. The brand needed to reflect the people and businesses behind it.
Why did you choose the name Foxway?
We had plenty of names on the table. Foxway was already a name within the Group and became one of the options we explored.
The name stood out and was easy to remember. It also had a playful quality, giving us room to talk about our “Fox-way”- our way forward toward more sustainable tech use.
The fox came later and has become a much-loved internal mascot, taking on different forms as we grow. The latest is AI Fox, which helps our colleagues explore and use AI in their everyday work. Over time, the name has taken on a broader meaning: the fox brings us together internally, while the “way” reflects our shared journey with customers and partners toward a circular economy at scale.
Tell us about your visual identity. Why these colors and this expression?
We wanted an identity that people could recognize and that would help us stand out in the market. We landed on coral red and purple, a combination that felt warm, energetic, and distinctive. For us, the colors express wisdom, energy, and warmth-qualities we wanted the brand to reflect.
The symbol next to our name represents a way, our Fox-way. It can take different shapes, but the direction remains the same: toward a more sustainable way of using and managing technology.
The visual identity gives us a shared starting point. Our colleagues make it meaningful through how they use it, communicate, and represent Foxway every day.
How important is your mission?
Our mission is “To enable sustainable tech for everyone.” It gives us a shared purpose across different roles, teams, and countries.
Many colleagues are motivated by the opportunity to help change how technology is used. Whether someone works in a tech center, supports customers, develops services, or works behind the scenes, their contribution matters.
For me, that is one of the most meaningful parts of Foxway: seeing people bring their different skills together to work toward something they believe in.
What does circular tech actually mean?
It is a relevant question, particularly as sustainability claims face greater scrutiny.
For us, circular tech means keeping products such as computers, mobile phones, and tablets in use for longer through reuse, repair, and refurbishment.
Our services cover parts of the technology lifecycle, from helping customers make informed tech choices to trade-in, collection, refurbishment, and reuse. When devices or components can no longer be reused, they are sorted and passed to our trusted recycling partners.
What makes you most proud of your work with the brand?
The people who have helped build it. Many colleagues contributed to the original brand development, and many more have shaped it since.
It is encouraging when people recognize our colors or our name. But what matters most is whether their experience of Foxway lives up to what we say. That comes down to the work our colleagues do every day: helping a customer, solving a problem, or giving a device another life.
For every new device we bring to the market, we put seven refurbished devices back into use. Behind that figure is a shared effort across the company and with our partners. It makes our purpose tangible and shows what we can achieve together.
We still have more to learn and improve, but I am proud to be part of a team working to make circular tech a practical choice for more customers.
What was the biggest challenge in bringing the Group together under one brand and name?
Each company had a history and a culture that people cared about. We needed to respect that while building a shared identity and direction.
A new name does not create a common culture overnight. People need time to understand the change, ask questions, and see how they can contribute. Involving colleagues in developing the brand was an important part of that process.
Communication has mattered throughout, as has listening. Our colleagues bring perspectives that help us understand what resonates and where we need to be clearer.
Building “One Foxway” is ongoing work. As we grow and welcome new teams, we need to keep creating opportunities for people to contribute and feel part of the company.
How do you see Foxway’s position compared with competitors in the market?
It is encouraging to see more companies working with circular tech. The transition requires contributions from across the industry, and there is room for different approaches.
One of our strengths is the range of expertise we have brought together. Our teams connect different parts of the technology lifecycle, helping customers put circular solutions into practice.
Our ambition is to become a leading circular tech provider in Europe and beyond. Reaching that ambition depends on the work we do together and the trust we earn from customers and partners.
With services covering many stages of a product’s lifecycle, advanced tech centers, and collaboration with leading tech brands, we have a strong foundation to build on.
Working across the lifecycle also helps us gather knowledge and data. We can use those insights to support our customers and contribute to the wider discussion about the circular transition.
Why has Foxway grown so much in recent years?
When I joined, we were around 250 employees, with revenue of approximately SEK 1.5 billion. Today, we are more than 1,200 employees, with revenue of around SEK 8 billion. A lot has happened in six years.
That growth has come through a combination of organic growth and strategic acquisitions, bringing new expertise, services, customers, and markets into Foxway.
Behind those numbers is a great deal of work by our colleagues. Bringing businesses together, learning from each other, and continuing to deliver for customers takes commitment. Our growth also reflects the trust customers and partners have placed in us.
What changes do you want to drive forward?
We want to make it easier for businesses and society to use technology in a more circular way.
That means working with customers, partners, and industry peers to keep devices in use for longer and make reuse a more established part of technology decisions. It also means explaining the business value of circular models clearly and sharing what we learn.
New regulatory requirements, geopolitical uncertainty, and pressure on resources make this work increasingly relevant. We believe circular tech can help customers respond to these challenges. There is still plenty to do. We want to keep learning, improving, and contributing alongside others.
The brand gives us a shared direction. It is our people, together with our customers and partners, who help us move forward.
We are Foxway
